Three-quarters of them say
advantage for the brand. By Subarna Ganguly, Staff Writer Last updated August 30, 2023 SOCIAL RESPONSIBILITY According to researchers from the National Retail Federation, half of shoppers would be willing to pay more for a more eco-friendly product. In other words, green would have become a competitive factor allowing you to charge more for a product that is otherwise equivalent in every way to that of your competitors. But be careful, there is a trap. When marketing a product as sustainable, brands must be careful not to fall into greenwashing, a category of sustainability-focused marketing that consumers suspect is not authentic. For many consumers, greenwashing is unacceptable. they are ready to forever turn away from
a company that harms the environment, especially if it claims otherwise. So how can brands Chinese Malaysia Phone Number List and retailers highlight their environmental performance in an authentic and convincing way, which is not just a fad, at each stage of the consumer's omnichannel journey? And how can they achieve a higher level of sustainability and stand out from the competition because of it? Less talk, more action Brands that don't just talk about their eco-friendly values but actually put them into practice are on the right track. The difficulty: proving to customers that we are indeed acting in favor of sustainability.
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The solution: use science-based goals. Thus, consumers concretely perceive the efforts of companies in terms of sustainable development. Additionally, when a brand's
progress is tracked and verified by an external agency, the numbers are difficult to dispute. The Dutch NGO Smart Freight Canter , for example, is a highly regarded agency that sets science-based targets for the decarbonization of logistics networks. A
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